Why Bee Lab

For almost a century, the ideal of rationality was used as a yardstick for measuring, predicting and explaining behavior of real people and organizations. Principles of economic analysis were inspired by the mathematical rigor and elegance of the natural sciences – particularly physics – where many theories and models were founded on empirically untested assumptions, usually completely uninformed by emergent insights from other social sciences such as psychology or sociology. The resulting neoclassical paradigm, only up until recently overwhelmingly prevalent in economic sciences, fails to explain and predict real-life human behavior of individuals and groups.


Current advances in behavioral science – primarily psychology and neuroscience – opened the black box of the mind and liberated social sciences from the assumption of folk wisdom about soul and identity. Studies indicated regularities in human cognitive apparatus and how cognitive biases and fallacies affect market outcomes. By now it is broadly accepted that decision processes are governed by heuristics, often made in social context where optimal strategies may not only be determined by self-interest. Additionally, the actions of individuals are often affected by emotions or framed by their identity, shaped by their values and interaction within and between their social groups.


In a world abundant in information, rife with technological advances and disruptive innovations, changes that will largely affect individuals and social wellbeing will be psychological, not technological in nature. Therefore, the only true way to improve and sustain individual and social wellbeing is to have broader perspective and, without intellectual pride, from various practical and scientific disciplines combine knowledge to create new value.


Laboratory for behavioral and experimental economics (BEE LAB) aims to address the complexity of human behavior through interdisciplinary research spanning from social sciences such as psychology, sociology, anthropology, to economics and finance. Yet, we are aware that quality science can only be produced with superior methodology. For a fully interdisciplinary approach, we aim to add insights from transdisciplinary fields such as econophysics, social physics, game theory and complex adaptive systems. Our aspirations are mirrored in the diverse ensemble of experts in our lab who design and conduct research using state of the art methodology and contribute to the development of behavioral sciences applied to economic behavior and public policy.


We solve problems.


With science.


Delivering cutting-edge academic and impactful research with applications for businesses and societies.


  1. Conduct interdisciplinary research in the field of behavioral economics
  2. Publish works in high-quality national and international scientific journals
  3. Cooperate with a broad spectrum of profit and non-for-profit institutions
  4. Implement innovative ways of addressing problems in people’s behaviour, organizational and social problems
  5. Serve as a think-tank for the interested public – students, firms, institutions


  1. EU Innovation voucher grant for collaboration between academic institution (ZSEM) and SME (Peekator) for research “Development and validation of instrument for measuring CX activators”
    • Customer experience activators – research results. Presented at CX ZG Meetup organized online by Netokracija, 2020. URL:
  2. Collaboration between ZSEM and Promosapiens Croatia in experimental research study “Effects of different nutrition labels on visual attention and accuracy of nutritional quality perception” (2019-2020)
    • Mušura Gabor, A., Stojnić B. & Ban Ostić D. (2020). Effects of different nutrition labels on visual attention and accuracy of nutritional quality perception-results of an experimental eye-tracking study. Food Quality and Preference 84, 103948,
    • Effects of product labelling on perception of product quality: experimental results. Presented at “Scientific Tuesday”, organized by Economic Institute Zagreb, 2019.  URL:
    • Effects of product labelling on perception of product quality. Presented at 12. Meet up “Functional food in Croatia”, organized by Croatian Chamber of Economy, 2019. URL:
    • Food Choice and Consumer Behavior – Brain and Nutrition. Participating in round table at 7th International Congress of Nutritionists, organized by the Croatian Federation of Nutritionists in Zagreb, 2019. URL:

Public Lectures and Press


Student Thees

  • Ćuk Mislav, naziv rada: Mračna trijada osobnosti kod studenata ekonomije
  • Doklestić Nina: Odnos novca i sreće
  • Hamed Hiam: Povezanost trenutnog raspoloženja i općeg zadovoljstva životom sa sklonosti suradnji
  • Memišević Amir: Hyperbolic Discounting Threshold
  • Mrgudić Ivana: Bihevioralne financije i neurobiološki rizik investiranja
  • Palić Ivan: Mentalno računovodstvo u kontekstu potrošačkog izbora
  • Pavić Tara: Povezanost emocionalne inteligencije i sklonosti timskom radu te neke individualne razlike
  • Salman Mia: Prospect theory
  • David Ban Ostić, Impact of different front-of-package nutrition labels on consumer perception of product healthiness

Useful Links


Andrijana Mušura Gabor
Head at BEE Lab

LinkedIn Profile
ResearchGate profile
Google Scholar profile